People don’t buy products, they buy feelings.

New car for Rs.12 Lakh – Happiness, pride
Health Insurance at Rs.10K – Security and mental peace
Healthy food for Rs.300 – Satisfaction of treating the body right
That Suit from the aspirational brand for Rs.20K – More confidence
Nothing from the beggar knocking on one’s car’s window, for Rs.50 – Relief from the guilt of being privileged.

We keep buying feelings.

Why does all of this matter? Because there’s a clue in there, a direction.

Too many times we get busy building products and businesses. Too busy to realize, we are in the business of delivering feelings. The product is only a medium.